In 2020, Reliance Jewels wanted to launch Utkala, a special jewellery collection inspired by the land where the sun and beauty rise, Odisha.
This collection reflects the rich artistic heritage of Odisha. To bring this vision to life, we researched its ancient history and culture, dating beyond the Kalinga era. Our team studied the state’s stunning architecture, including the Konark Temple, the Jagannath Puri Temple, and the Mukteshwar Temple. In addition to the temples, we studied the beautiful art forms such as Boita Bandana, Pattachitra, and Seenthi.
The name Utkala itself holds great significance. It was one of the ancient kingdoms of India mentioned in the Mahabharata and even finds a place in India’s national anthem.
We knew that a regular logo would not do justice to this grand collection. It needed to capture both the essence of Odisha and the identity of Reliance Jewels. So, we embarked on a detailed and careful process to design a logo that truly reflects the mesmerising art of this ancient land. Be it the wheel from the Konark Temple in the letter ‘U’ or the letter ‘K’ created using the boat from the Boita Bandana, we have used their art and architecture in the creation of the Utkala logo. This video is just a glimpse of the long and painstaking process.